GoDaddy, which this fall promised no more sleazy Super Bowl commercials, still shows plenty of skin in its first ad for this year's game—but it's mostly male, and it's absurdly pumped up.
The Web-hosting company on Wednesday rolled out one of its two 30-second spots for Super Bowl XLVIII, titled "Bodybuilder." Unlike most of its Super Bowl work since 2005, which was marked by provocation and sexual innuendo, this year's spots are meant to be different in two respects: They focus on what GoDaddy does to help small businesses succeed online; and they show women as smart, successful small-business owners rather than scantily clad sex objects.
The plot of the new spot is simple: Bodybuilders race through a city, eventually converging on a spray-tan business—whose female proprietor uses GoDaddy to help her "Get found. Get business," as the on-screen copy says. Raising a spray-tan pump as she surveys the crowd outside, the woman utters the tagline: "It's go time."
The spot also stars longtime GoDaddy spokeswoman Danica Patrick, who plays one of the bodybuilders, thanks to a muscle suit created by Legacy Effects. (Images of a pumped-up Patrick first leaked from the shoot back in December.) This is the racecar driver's 13th GoDaddy Super Bowl ad—she's done more Super Bowl spots than any other celebrity.
The spot, set to air during the second half of the Feb. 2 game, was created by Deutsch in New York and directed by Bryan Buckley. GoDaddy will have a :30 in the first half as well.
Credits below.
CREDITS
Client: GoDaddy
Spot: "Bodybuilders"
Agency: Deutsch New York
Chief Creative Officer: Kerry Keenan
Executive Creative Director: Matt McKay
Associate Creative Director Rich Kolopeaua, Art Direction
Associate Creative Director: James Cowie, Copywriting
Director of Integrated Production: Joe Calabrese
Senior Producer: Crissy Cicco
Client, Client Contact:
Vice President – Brand Marketing: Will Sliger
Production Company: Hungryman
Director: Bryan Buckley
Director of Photography: Scott Henrickson
Executive Producer: Mino Jarjoura
Producer: Brady Vant Hull
Editorial Company: Bikini Editorial
Editor: Avi Oron
Assistant Editor: Gus Roman
Executive Producer: Gina Pagano
Senior Producer: Brad Wood
Telecine: Company 3
Colorist: Tom Poole
Visual Effects Company: Framestore
Head of Production: Satoko Iinuma
Senior Producer: Sarah Hiddlestone
Lead Compositor: Raul Ortego
Compositor: Corrina Wilson
Compositor: Sang Joon
Compositor: Hieu Phan
Compositor: Mayuko Saito
Prosthetic Muscle Suit: Legacy Effects
Music/Licensed Music Tracks: JSM
Creative Director(s): Joel Simon, Ross Hopman
Audio Post Company: Sonic Union
Engineer: Steven Rosen
Shoot Location: Long Beach, CA
Additional Deutsch Credits:
Chief Executive Officer: Val DiFebo, Deutsch NY
Group Account Director: Jayme Maultasch
Group Account Director: Tyler Helms
Account Executive: Matthew Cahn
Assistant Account Executive: Elissa Mendez-Renk
Chief Strategic Officer: Brent Vartan
Group Director of Integrated Business Affairs: Maria Taris
Senior Manager of Business Affairs: Jaymie Lipman
Integrated Business Affairs Manager: Joanna Soliszko